Release  

Comments  

Release 1

This version first released with BSB Business Services Training Package Version 7.0.

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Evaluate drivers of consumer behaviour

1.1 Source information on market for a product or service according to marketing plan

1.2 Identify consumer attributes for market from market profile and existing customer data

1.3 Identify and compare features of product or service according to marketing plan

1.4 Investigate consumer need for the product or service through analysis of trends and past performance, where possible

2. Evaluate reasons for existing levels of consumer interest

2.1 Analyse consumer responses to previous marketing communications

2.2 Review relevant data and determine consumer digital footprints, engagement journeys and expectations

2.3 Assess organisational capability and respond to consumer demand for products or services

3. Recommend marketing focus

3.1 Outline how influences on consumer behaviour will be used to target effective marketing strategies and present a rationale for marketing focus

3.2 Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions

3.3 Confirm focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan

Skill 

Description 

Reading

• Interprets and analyses text from a range of sources to identify relevant and key information

Writing

• Prepares strategic business documentation incorporating appropriate vocabulary, grammatical structure and conventions appropriate to purpose and audience

Oral Communication

• Gathers information through active listening and questioning
• Presents information using suitable words and non-verbal features

Numeracy

• Uses mathematical skills and techniques to interpret and process data and analyse trends

Self-management

• Complies with implicit and explicit organisational procedures and processes
• Adheres to ethical, legal and regulatory responsibilities relevant to own work context

Teamwork

• Selects and applies appropriate form and mode of communication for a specific purpose and audience

Planning and organising

• Develops plans to manage relatively complex tasks with an awareness of how they may contribute to longer-term operational and strategic goals
• Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option

Technology

• Uses a range of digital tools to access data, and to extract, organise, integrate and share relevant information

Release  

Comments  

Release 1

This version first released with BSB Business Services Training Package Version 7.0.